GET HCM
magazine
Sign up for the FREE digital edition of HCM magazine and also get the HCM ezine and breaking news email alerts.
Not right now, thanksclose this window
HID Global
HID Global
HID Global
Follow Health Club Management on Twitter Like Health Club Management on Facebook Join the discussion with Health Club Management on LinkedIn Follow Health Club Management on Instagram
UNITING THE WORLD OF FITNESS
Health Club Management

Health Club Management

features

Cycling: Pedal power

What does the big data around group cycling show? What’s hot, who’s most engaged and what’s up and coming for the year ahead?

Published in Health Club Management 2019 issue 3
Spinning trainers deliver periodised programmes for maximum progression
Spinning trainers deliver periodised programmes for maximum progression

Since ultra-distance cyclist ‘Johnny G’ Goldberg first introduced Spinning® in the mid-80s, indoor cycling has come a long way and is now innovating at an astonishing rate.

Both indoor and outdoor cycling has grown exponentially over the past few years. Indoor cycling topped ukactive and the DataHub’s Moving Communities Active Leisure Trends Report as the most popular group workout across three financial years, from 2016-2018. Last year, it represented 12 per cent of all class attendances and the number of sessions increased by 8 per cent to almost 370,000.

But how can operators keep loyal fans coming back for more, while also getting new bums on seats? “Currently, most clubs’ cycle offerings are only servicing 7 per cent of their membership,” says Chris Phillips, sales director at 4global’s the DataHub. “A one-size-fits-all solution isn’t the answer for indoor cycling; operators must segment their offering to be successful. Attraction, retention and referral rates will be much higher if the timetable reflects the range of people who could benefit from indoor cycling.”

The DataHub’s Sports League Table allows operators to track and benchmark group cycling participation across all of their sites, as well as understand their ranking against the sector and any changes in performance. “Operators can put age and gender filters in place, to investigate throughput in those parameters against the rest of the country for a set period,” explains Phillips.

“Geo Impacts can then be used to identify which group cycling classes are trending, which demographic groups are most likely to attend those classes and when, to accurately inform marketing campaigns.” These findings can be cross referenced with Experian Mosaic Categorisation, to identify the preferred communication method for existing and potential group cyclists.

Changing the face of cycling
The vast array of classes that fall under the indoor group cycling umbrella have one thing in common – they’re often seen by consumers as ‘hardcore’ exercise. More needs to be done to educate and introduce newcomers and under-confident customers.

One solution could be the new beginners’ workout on the block, US brand Peloton. It launched in the UK last year with a pop-up in London’s Covent Garden (set to reopen in 2020 as a production studio to broadcast live classes across European timezones) and offers at-home, live-streamed or on-demand workouts on its custom bike.

With bikes costing £1,900 and a £39 a month in subscription fees to access its array of 14 daily live and 10,000 on-demand classes, it’s not cheap, but it represents a key opportunity for breaking down barriers, says Peloton’s MD International, Kevin Cornils: “Our classes allow exercisers to take sessions in their own time with no intimidation factor. Peloton brings studio-style group cycling home, so people can access the motivation, power and intensity anytime, anywhere.

“Even though you’re cycling in the privacy of your own home, you’re never alone – the way the million-strong Peloton community motivate each other is truly amazing. While there are similarities to indoor cycling brands, we’re more than a bike, a class or studio.

“Peloton offers a two-week introductory programme, designed for absolute beginners, and delivers a fully engaging experience alongside social connection and community to convert riders into workout addicts.”

In-club, there’s Les Mills’ immersive class experience The Trip, which combines the buzz of group cycling with cinema-quality visuals. “Cycle studios sit empty for 80 per cent of the time in a typical health club, costing up to £140,000 in lost revenue,” says Erin Myers, marketing director, Les Mills UK. “The Trip can transform a studio that’s potentially costing money into a major revenue driver by helping to fill dead studio time.”

What’s more, the company’s research shows using technology to create an immersive fitness experience increases satisfaction and decreases the rate of perceived exertion. In other words, exercisers find immersive cycling easier, even though it isn’t.

Graham Clarke, GM at Dublin’s West Wood Clontarf, which recently installed The Trip, says: “We’re a small club of 3,000 members. In six months studio usage went from 300 per week to 900, which shows the impact an innovative group cycling offer can have in a very short space of time.” Interestingly, Les Mills’ research also shows there is a 12 per cent average increase in live class attendance when clubs also offer virtual at-home workouts.

All in a spin
It’s not all about the new and the virtual. Spinning® remains the world’s number one indoor cycling brand. With almost 11,000 trainers choosing to become certified Spinning instructors and 57 official UK facilities, it still defines the indoor cycling category.

“Spinning instructors are trained to deliver periodised programmes, which is where it really stands out from the other indoor cycle classes, as it offers progression,” says Samantha Taylor, Precor’s UK marketing manager. “Instructors are educated to start members off working in the endurance zone (65-75 per cent of their heart rate) to build aerobic capacity, then over six to eight weeks to include strength zone rides (75-85 per cent HR) and interval zone rides (65-92 per cent HR), adding race day rides at the end of the programme (80-92 per cent HR) for members to test their fitness and make benchmarks for future improvements.

“Sites with Precor Spinner® Chrono bikes and SPINPower® educated instructors can then teach using power zones, offering an even more in-depth workout, ensuring members are always seeing their progression.”

Chris Phillips
"A one-size-fits-all solution isn’t the answer for indoor cycling; operators must segment their offering to be successful. Attraction, retention and referral rates will be much higher if the timetable reflects the range of people who could benefit from indoor cycling" Chris Phillips, DataHub
Group cycling: the knowledge

• The social value generated by group cycling throughout the UK was £24,200,581 from Feb 2018 to Jan 2019

• The number of group cycling sessions increased by 8 per cent from February 2018 to January 2019

• Globally, 29 per cent of millennial exercisers are either currently participating in indoor cycling group exercise, or are considering it

• Virtual cycling currently accounts for a small proportion of overall group cycling activity. It has experienced bigger fluctuations in participation than indoor cycling

• Wednesday is the most popular day to participate in group cycling

• 9am and 6pm are the most popular times for classes

• Early morning sessions are a preference for people in the older age groups

• Across all ages, group cycling participation has decreased slightly – by 2.2 per cent – in the past 24 months

• Females account for almost three quarters of group cycling participation (73 per cent)

• Group cycling loses popularity in the month of December but picks up again swiftly in January. Its popularity remains relatively constant from May to November

• The highest participating age group is age 45-49 (15 per cent), followed closely by 50-54 (13 per cent). The spread across remaining age groups is even

1. Moving Communities Report http://research.ukactive.com/movingcommunities2018/

2. This analysis is looked at 645 sites which have consistently sent data for the time period of February 2017 to January 2019. The whole analysis has included Indoor Cycling, Spinning and Virtual Cycling.

Kevin Cornils
"Our classes allow exercisers to take sessions in their own time with no intimidation factor. Peloton brings studio-style group cycling home, so people can access the motivation, power and intensity anytime, anywhere" - Kevin Cornils
Sign up here to get HCM's weekly ezine and every issue of HCM magazine free on digital.
Home workout bike supplier Peloton live streams classes from gyms and studios
Home workout bike supplier Peloton live streams classes from gyms and studios
Les Mills’ The Trip combines the group cycling buzz with cinema-quality visuals
Les Mills’ The Trip combines the group cycling buzz with cinema-quality visuals
US brand Peloton will open a London production studio in 2020 to broadcast its workout content
US brand Peloton will open a London production studio in 2020 to broadcast its workout content
Almost 30 per cent of millennial exercisers either take part in or are considering group-ex cycling
Almost 30 per cent of millennial exercisers either take part in or are considering group-ex cycling
https://www.leisureopportunities.co.uk/images/imagesX/30590_523290.jpg
Indoor cycling has grown exponentially in the past few years. We analyse the data on who’s most engaged and when
Chris Phillips, DataHub Kevin Cornils,cycling, group cycling, cycling; operators,
HCM magazine
Fuel the debate about issues and opportunities across the industry. We’d love to hear from you – [email protected]
HCM magazine
How will digital, gyms and live fitness mesh to create a new customer offering in health clubs? Phillip Mills, executive director of Les Mills, shares his views
HCM magazine
As health clubs around the world start reopening, controlling COVID-19 – while also delivering a great service to customers – must be an obsession for everyone in the sector
HCM Magazine
Sponsored
Technogym’s ambition and impact in the physical activity sector aligns perfectly with our values. We now have an amazing suite of state-of-the-art equipment with endless opportunity for innovation
HCM Magazine
Facilities
Changing rooms have been largely closed during the pandemic, but as clubs open up, how will ongoing pandemic restrictions impact changing room design? We ask the experts for their observations and reflections
HCM Magazine
Sponsored
Denbighshire Leisure is creating a range of new and unforgettable member experiences. MD, Jamie Groves, explains how a partnership with Technogym and Alliance Leisure has led to the creation of a raft of new offerings
HCM Magazine
HCM People
Meticulous tracing and reporting of cases show, time and time again, that fitness centres and yoga studios are some of the safest places on the planet
HCM Magazine
Management
Katie Lewis and Lindsey Simpson co-founded Workplace Mental Wealth to drive workforce change in the health and fitness industry. Liz Terry talks to Lewis about their first research study – the Fitness and Active Leisure Workforce State of Mind Survey – and the launch of The Good Work Pledge
HCM Magazine
Ask an expert
In spite of having met all government-agreed, COVID-secure operating standards, group exercise has had a rough ride during the pandemic, being closed more than gyms. HCM asks why this is and what can be done about it
HCM Magazine
Reopening
Policing the rules, even if it means losing members, will be crucial to building trust as health clubs reopen, Paul Roberts tells Kath Hudson
HCM Magazine
Latest News
A parliamentary report is calling for a £3bn intervention fund to build back better health ...
Latest News
Leisure centre operator Everyone Active has formed a partnership with WW (formerly called Weight Watchers), ...
Latest News
Adults suffering from chronic pain should be advised to take exercise, rather than be prescribed ...
Latest News
As health clubs and fitness studios in England are counting the hours down to reopening ...
Latest News
Empowered Brands, the franchise investment business that acquired énergie Fitness out of a CVA in ...
Latest News
John Treharne, founder of The Gym Group, and Jana Havrdová, president of the Czech Chamber ...
Latest News
Questex, owner of industry buyer event, Sibec EU, has announced it will partner with FIBO ...
Latest News
Les Mills has come up with an ingenious solution to get around the pandemic travel ...
Featured supplier news
Featured supplier: Precor supports Aneurin Leisure Trust in three-site refurbishment
Welsh leisure trust, Aneurin Leisure (ALT), has announced it’s forging ahead with a £600,000 (US$821,000, €696,000) gym refurbishment in all three of its leisure centres.
Featured supplier news
Featured supplier: What does a socially distanced leisure centre and health club look like?
The world has had to get used to social distancing in 2020 and any business operating in the leisure and hospitality sectors has had to face this challenge more than most.
Company profiles
Company profile: Matrix Fitness
Matrix provides innovative commercial fitness equipment to facilities in all market sectors including private health ...
Company profiles
Company profile: Fisikal Limited
Fisikal helps fitness professionals, operators and education organisations improve efficiencies and service through its online ...
Supplier Showcases
Supplier showcase - Venueserve Fitness
Catalogue Gallery
Click on a catalogue to view it online
Directory
Spa software
SpaBooker: Spa software
Skincare
Sothys: Skincare
Trade associations
International SPA Association - iSPA: Trade associations
Red Light Therapy
 Red Light Rising: Red Light Therapy
Flooring
Total Vibration Solutions / TVS Sports Surfaces: Flooring
Lockers/interior design
Fitlockers: Lockers/interior design
Fitness equipment
Precor: Fitness equipment
Uniforms
Service Sport: Uniforms
Whole body cryotherapy
Zimmer MedizinSysteme GmbH / icelab: Whole body cryotherapy
Independent service & maintenance
Servicesport UK Limited: Independent service & maintenance
Property & Tenders
Hillingdon
Hillingdon Borough Council
Property & Tenders
Diary dates
12 Jun 2021
Worldwide, Various,
Diary dates
13-14 Jun 2021
Online,
Diary dates
16-17 Jun 2021
ExCeL London, London, United Kingdom
Diary dates
01-04 Jul 2021
Expo Centre & Riviera di Rimini, Italy
Diary dates
18-19 Sep 2021
Locations worldwide,
Diary dates
21-24 Sep 2021
Messe Stuttgart, Germany
Diary dates
04-07 Nov 2021
Exhibition Centre , Cologne, Germany
Diary dates
01-07 Dec 2022
tbc, Dunedin, New Zealand
Diary dates

features

Cycling: Pedal power

What does the big data around group cycling show? What’s hot, who’s most engaged and what’s up and coming for the year ahead?

Published in Health Club Management 2019 issue 3
Spinning trainers deliver periodised programmes for maximum progression
Spinning trainers deliver periodised programmes for maximum progression

Since ultra-distance cyclist ‘Johnny G’ Goldberg first introduced Spinning® in the mid-80s, indoor cycling has come a long way and is now innovating at an astonishing rate.

Both indoor and outdoor cycling has grown exponentially over the past few years. Indoor cycling topped ukactive and the DataHub’s Moving Communities Active Leisure Trends Report as the most popular group workout across three financial years, from 2016-2018. Last year, it represented 12 per cent of all class attendances and the number of sessions increased by 8 per cent to almost 370,000.

But how can operators keep loyal fans coming back for more, while also getting new bums on seats? “Currently, most clubs’ cycle offerings are only servicing 7 per cent of their membership,” says Chris Phillips, sales director at 4global’s the DataHub. “A one-size-fits-all solution isn’t the answer for indoor cycling; operators must segment their offering to be successful. Attraction, retention and referral rates will be much higher if the timetable reflects the range of people who could benefit from indoor cycling.”

The DataHub’s Sports League Table allows operators to track and benchmark group cycling participation across all of their sites, as well as understand their ranking against the sector and any changes in performance. “Operators can put age and gender filters in place, to investigate throughput in those parameters against the rest of the country for a set period,” explains Phillips.

“Geo Impacts can then be used to identify which group cycling classes are trending, which demographic groups are most likely to attend those classes and when, to accurately inform marketing campaigns.” These findings can be cross referenced with Experian Mosaic Categorisation, to identify the preferred communication method for existing and potential group cyclists.

Changing the face of cycling
The vast array of classes that fall under the indoor group cycling umbrella have one thing in common – they’re often seen by consumers as ‘hardcore’ exercise. More needs to be done to educate and introduce newcomers and under-confident customers.

One solution could be the new beginners’ workout on the block, US brand Peloton. It launched in the UK last year with a pop-up in London’s Covent Garden (set to reopen in 2020 as a production studio to broadcast live classes across European timezones) and offers at-home, live-streamed or on-demand workouts on its custom bike.

With bikes costing £1,900 and a £39 a month in subscription fees to access its array of 14 daily live and 10,000 on-demand classes, it’s not cheap, but it represents a key opportunity for breaking down barriers, says Peloton’s MD International, Kevin Cornils: “Our classes allow exercisers to take sessions in their own time with no intimidation factor. Peloton brings studio-style group cycling home, so people can access the motivation, power and intensity anytime, anywhere.

“Even though you’re cycling in the privacy of your own home, you’re never alone – the way the million-strong Peloton community motivate each other is truly amazing. While there are similarities to indoor cycling brands, we’re more than a bike, a class or studio.

“Peloton offers a two-week introductory programme, designed for absolute beginners, and delivers a fully engaging experience alongside social connection and community to convert riders into workout addicts.”

In-club, there’s Les Mills’ immersive class experience The Trip, which combines the buzz of group cycling with cinema-quality visuals. “Cycle studios sit empty for 80 per cent of the time in a typical health club, costing up to £140,000 in lost revenue,” says Erin Myers, marketing director, Les Mills UK. “The Trip can transform a studio that’s potentially costing money into a major revenue driver by helping to fill dead studio time.”

What’s more, the company’s research shows using technology to create an immersive fitness experience increases satisfaction and decreases the rate of perceived exertion. In other words, exercisers find immersive cycling easier, even though it isn’t.

Graham Clarke, GM at Dublin’s West Wood Clontarf, which recently installed The Trip, says: “We’re a small club of 3,000 members. In six months studio usage went from 300 per week to 900, which shows the impact an innovative group cycling offer can have in a very short space of time.” Interestingly, Les Mills’ research also shows there is a 12 per cent average increase in live class attendance when clubs also offer virtual at-home workouts.

All in a spin
It’s not all about the new and the virtual. Spinning® remains the world’s number one indoor cycling brand. With almost 11,000 trainers choosing to become certified Spinning instructors and 57 official UK facilities, it still defines the indoor cycling category.

“Spinning instructors are trained to deliver periodised programmes, which is where it really stands out from the other indoor cycle classes, as it offers progression,” says Samantha Taylor, Precor’s UK marketing manager. “Instructors are educated to start members off working in the endurance zone (65-75 per cent of their heart rate) to build aerobic capacity, then over six to eight weeks to include strength zone rides (75-85 per cent HR) and interval zone rides (65-92 per cent HR), adding race day rides at the end of the programme (80-92 per cent HR) for members to test their fitness and make benchmarks for future improvements.

“Sites with Precor Spinner® Chrono bikes and SPINPower® educated instructors can then teach using power zones, offering an even more in-depth workout, ensuring members are always seeing their progression.”

Chris Phillips
"A one-size-fits-all solution isn’t the answer for indoor cycling; operators must segment their offering to be successful. Attraction, retention and referral rates will be much higher if the timetable reflects the range of people who could benefit from indoor cycling" Chris Phillips, DataHub
Group cycling: the knowledge

• The social value generated by group cycling throughout the UK was £24,200,581 from Feb 2018 to Jan 2019

• The number of group cycling sessions increased by 8 per cent from February 2018 to January 2019

• Globally, 29 per cent of millennial exercisers are either currently participating in indoor cycling group exercise, or are considering it

• Virtual cycling currently accounts for a small proportion of overall group cycling activity. It has experienced bigger fluctuations in participation than indoor cycling

• Wednesday is the most popular day to participate in group cycling

• 9am and 6pm are the most popular times for classes

• Early morning sessions are a preference for people in the older age groups

• Across all ages, group cycling participation has decreased slightly – by 2.2 per cent – in the past 24 months

• Females account for almost three quarters of group cycling participation (73 per cent)

• Group cycling loses popularity in the month of December but picks up again swiftly in January. Its popularity remains relatively constant from May to November

• The highest participating age group is age 45-49 (15 per cent), followed closely by 50-54 (13 per cent). The spread across remaining age groups is even

1. Moving Communities Report http://research.ukactive.com/movingcommunities2018/

2. This analysis is looked at 645 sites which have consistently sent data for the time period of February 2017 to January 2019. The whole analysis has included Indoor Cycling, Spinning and Virtual Cycling.

Kevin Cornils
"Our classes allow exercisers to take sessions in their own time with no intimidation factor. Peloton brings studio-style group cycling home, so people can access the motivation, power and intensity anytime, anywhere" - Kevin Cornils
Sign up here to get HCM's weekly ezine and every issue of HCM magazine free on digital.
Home workout bike supplier Peloton live streams classes from gyms and studios
Home workout bike supplier Peloton live streams classes from gyms and studios
Les Mills’ The Trip combines the group cycling buzz with cinema-quality visuals
Les Mills’ The Trip combines the group cycling buzz with cinema-quality visuals
US brand Peloton will open a London production studio in 2020 to broadcast its workout content
US brand Peloton will open a London production studio in 2020 to broadcast its workout content
Almost 30 per cent of millennial exercisers either take part in or are considering group-ex cycling
Almost 30 per cent of millennial exercisers either take part in or are considering group-ex cycling
https://www.leisureopportunities.co.uk/images/imagesX/30590_523290.jpg
Indoor cycling has grown exponentially in the past few years. We analyse the data on who’s most engaged and when
Chris Phillips, DataHub Kevin Cornils,cycling, group cycling, cycling; operators,
Latest News
A parliamentary report is calling for a £3bn intervention fund to build back better health ...
Latest News
Leisure centre operator Everyone Active has formed a partnership with WW (formerly called Weight Watchers), ...
Latest News
Adults suffering from chronic pain should be advised to take exercise, rather than be prescribed ...
Latest News
As health clubs and fitness studios in England are counting the hours down to reopening ...
Latest News
Empowered Brands, the franchise investment business that acquired énergie Fitness out of a CVA in ...
Latest News
John Treharne, founder of The Gym Group, and Jana Havrdová, president of the Czech Chamber ...
Latest News
Questex, owner of industry buyer event, Sibec EU, has announced it will partner with FIBO ...
Latest News
Les Mills has come up with an ingenious solution to get around the pandemic travel ...
Latest News
At-home fitness giant Peloton has officially completed the acquisition of equipment provider Precor, in a ...
Latest News
There is growing evidence that a COVID-19 infection could trigger diabetes in some patients. One ...
Latest News
Danish health club operator Repeat, launched in 2016 by serial fitness entrepreneur Rasmus Ingerslev, has ...
Featured supplier news
Featured supplier: Precor supports Aneurin Leisure Trust in three-site refurbishment
Welsh leisure trust, Aneurin Leisure (ALT), has announced it’s forging ahead with a £600,000 (US$821,000, €696,000) gym refurbishment in all three of its leisure centres.
Featured supplier news
Featured supplier: What does a socially distanced leisure centre and health club look like?
The world has had to get used to social distancing in 2020 and any business operating in the leisure and hospitality sectors has had to face this challenge more than most.
Company profiles
Company profile: Matrix Fitness
Matrix provides innovative commercial fitness equipment to facilities in all market sectors including private health ...
Company profiles
Company profile: Fisikal Limited
Fisikal helps fitness professionals, operators and education organisations improve efficiencies and service through its online ...
Supplier Showcases
Supplier showcase - Venueserve Fitness
Catalogue Gallery
Click on a catalogue to view it online
Directory
Spa software
SpaBooker: Spa software
Skincare
Sothys: Skincare
Trade associations
International SPA Association - iSPA: Trade associations
Red Light Therapy
 Red Light Rising: Red Light Therapy
Flooring
Total Vibration Solutions / TVS Sports Surfaces: Flooring
Lockers/interior design
Fitlockers: Lockers/interior design
Fitness equipment
Precor: Fitness equipment
Uniforms
Service Sport: Uniforms
Whole body cryotherapy
Zimmer MedizinSysteme GmbH / icelab: Whole body cryotherapy
Independent service & maintenance
Servicesport UK Limited: Independent service & maintenance
Property & Tenders
Hillingdon
Hillingdon Borough Council
Property & Tenders
Diary dates
12 Jun 2021
Worldwide, Various,
Diary dates
13-14 Jun 2021
Online,
Diary dates
16-17 Jun 2021
ExCeL London, London, United Kingdom
Diary dates
01-04 Jul 2021
Expo Centre & Riviera di Rimini, Italy
Diary dates
18-19 Sep 2021
Locations worldwide,
Diary dates
21-24 Sep 2021
Messe Stuttgart, Germany
Diary dates
04-07 Nov 2021
Exhibition Centre , Cologne, Germany
Diary dates
01-07 Dec 2022
tbc, Dunedin, New Zealand
Diary dates
Search news, features & products:
Find a supplier:
HID Global
HID Global